SMART (Select Messages via Attribute-based Ranking and Testing) Framework: A Case Study of Tobacco Continuum of Risk Message Formative Research

Résumé fourni par la source

Selecting which messages are promising for further testing is a critical phase for message effects research and campaign development. However, this process is often constrained by limited resources and a lack of overall structure. We introduce the SMART (Select Messages viaAttribute-based Ranking and Testing) framework as a systematic formative research framework for message selection consisting of five steps: (1) Develop candidate messages, (2) Select message evaluation metrics, (3) Gather message evaluation data, (4) Multi-attribute decision-making (MADM) analysis, and (5) Select top-performing messages for further testing. We illustrate SMART using a case study that included a survey measuring the perceived message effectiveness and message perceptions of 54 tobacco education messages among adults who usecigarettes. Following the framework, five messages were selected: two focused on the harm of combustion from cigarette smoking, two focused on nicotine education, and one focused on the benefits of completely switching from cigarettes to e-cigarettes. The SMART framework is a systematic approach that can yield a reproducible shortlist of messages. It is broadly applicableacross message contexts to assist in message selection for further resource-intensive testing.

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